Maybe I’m just getting old, but when major entertainment brands are pretending that they’ve been hacked, I feel like I’m living in Bizarro World. If you want to understand cognitive dissonance, just think about the fact that MTV pointed to “the spirit of corporate camaraderie” in order to explain a tweet declaring, “MMM. THIS BURGER TASTES GOOD!!!!!!!!!!”

Yes, sir. Corporate camaraderie.

To be clear, I know, uh, next to nothing when it comes to actual hacking. And the real hacking and fake hacking aren’t entirely separate: MTV and BET hopped on this because it really was starting to seem like every big-brand Twitter account (well, Burger King and Jeep) had been hacked. Plus, hacking was on everyone’s mind anyway, because of attacks on large tech companies like Facebook and Apple. Still, when it becomes part of a company’s social media marketing, well, we’ve crossed some kind of threshold.